Maverick Drinks launches That Boutique-y Rum Company

Maverick Drinks has announced the launch of That Boutique-y Rum Company (TBRC), which it hopes will follow in the success of sibling brands That Boutique-y Whisky Company and That Boutique-y Gin Company.

The newcomer, which will sit under the parent brand That Boutique-y Drinks Company, has been created with the help of rum expert Peter Holland. The collection comprises a “rare and tasty” collection of rums from exciting distilleries and unusual casks.

The TBRC range will be made up of aged rums and long-lost distillery classics from places like the Caroni Distillery in Trinidad and Monymusk in Jamaica, as well as unaged offerings of O Reizinho Distillery in Portugal. There will also be top secret distillery bottlings.

Holland said: “That Boutique-y Rum Company has honesty at its core. The strengths of the category are the differing styles, the emotional connections that are formed through heritage and travel, and (for good and bad) the accompanying history.”

TBRC takes inspiration from the Gargano Classification System, but it has its own classification system, which categorises the range using method of production. These are simple, uncoded descriptors such as whether the rum hails from a single distillery or multiple distilleries.

Michael Vachon, co-founder of Maverick Drinks, said: “That Boutque-y Rum is such an exciting range for us to bring to our partners – one that will continue to grow and evolve over the comiing years. Each bottling will be small batch and limited edition, with a fresh approach to rum categorization that is all about the process and the provenance, not the colour.”

Holland added: “TBRC aims to bring you rums from familiar producers and regions as well as from places you perhaps wouldn’t expect. My personal aim is to source rums that excite me. Don’t expect everything to be aged and do expect to encounter rums that don’t taste like the norm.”

TBRC has collaborated with popular digital painter, Jim’ll Paint it, to create bespoke bottle labels designed entirely in Microsoft Paint. The labels are designed to tell stories about the rum, the distilleries or the personality behind the release.

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